Please read the information given below carefully and fill all metrics and derived
metrics accordingly.
You are managing Meta campaigns for a large consumer electronics brand. They have 4 SKUs –
1)
2)
3)
4)
TV
Washing Machine
Refrigerators
Headphones
They had planned to run a sale campaign during the end of year period and to support this, they
wanted to drive high awareness to get more users. Campaign period –
1) Awareness – 15th Dec to 21st Dec
2) Sale – 22nd Dec to 31st Dec
For awareness, they created a custom landing page for each SKU. If the users click on the Meta
ad, they would reach to “Sale coming soon” page with information on the product.
The landing page during sale period was of the product along with the offer call out.
The campaign had no issues of availability and landing page errors.
Below is the planned vs delivery numbers for each SKU –
Planned
Delivered
SKU
Media Budget Expected Sales Actual Spends Actual Sales
TV
610,000
204,540,000
545,765 198,812,880
Washing Machine
820,000
156,060,000
804,186 151,690,320
Refrigerators
2,750,000
68,700,000
260,221
66,158,100
Headphones
15,000,000
774,360,000
1,237,881 641,944,440
You have the campaign report. You have the below available data –
1)
2)
3)
4)
Spends
Impressions
Clicks
Units sold
You need to calculate the final media sales value (Units sold multiplied by final selling price after
discount).
You have MRP for each SKU and day wise discounts in the data sheet.
Analyze the data and answer the following questions –
1) Calculate below metrics for TV (Just sale period)
a. CTR
b. CPC
c. CPM
d. CVR
e. ROAS
f. CPO
g. Average selling price (ASP)
2) Calculate below metrics for Headphones (Awareness + Sales period)
a. CTR
b. CPC
c. CPM
d. CVR
e. ROAS
f. CPO
g. Average selling price (ASP)
3) % Media Attributed sales is calculated as Media Sales divided by Actual Sales. Prepare a
graph for all SKU with % media attributed sales and ROAS in the same chart.
4) Give insights on how each SKU has performed/could have performed basis planned vs
delivery.